2010年第七季超級籃球聯賽現場觀眾進場觀賽決策因素與再購意願關係之研究

Abstract

本研究利用問卷調查法，瞭解SBL現場觀眾進場觀賽的決策因素及SBL現場觀眾的再購意願，進一步探討SBL現場觀眾進場觀賽的決策因素與其再購意願高低之關係。希望以消費者的觀點出發，提供SBL經營管理上的參考，另一方面也能對國內籃球運動的發展有所助益。本研究結果如下：一、SBL現場觀眾以女性、年齡介於12-23歲、月平均收入在10,000元以下之高中、大學生為主要群體；其次，現場觀眾有特定支持隊伍，其中以達欣工程的球迷居多，大多數現場觀眾以現場購票為主要購票方式，並結伴同行觀看比賽，且大多有四次以上的觀賽經驗；二、SBL現場觀眾進場觀賽決策因素包括社會需求與人際互動、比賽推廣、賽程便利性、支持球隊、比賽內容及個人喜好；三、SBL現場觀眾之性別、年齡、職業、教育程度、月平均收入在現場觀眾進場觀賽的決策因素上有顯著差異；四、SBL現場觀眾之不同支持球隊及購票方式在現場觀眾進場觀賽的決策因素上有顯著差異；五、SBL現場觀眾進場觀賽的決策因素與再購意願之間具有正向相關。 最後根據研究結果進行討論，並針對超級籃球聯賽賽會經營者與後續研究提出具體建議如下：一、進行顧客市場區隔並致力開發潛在消費群。二、提升球團競爭力，針對現場觀眾特定參與行為制定售票策略。三、加強賽事與媒體的結合，增加賽事媒體曝光率。四、考量學生族群消費決策特性，鞏固主要市場經營。五、提升球迷對球隊忠誠程度，善用明星球員力量。六、改善場館交通問題與停車配套措施。七、營造SBL從心、新出發的品牌形象。Questionnaire survey was applied to figure out the status of decision making and repurchase of spectators in the 7th Super Basketball League 2010, furthermore, to discover the relationship between decision making and repurchase intention. This reaserch provides a valuable reference to refine management of SBL in consumer aspect and contribute to the development of basketball in Taiwan as well. Results are as following :（1）Main statistics of SBL spectators are female, ages between 12 to 23, averaged income down 10,000NTD , junior and senior high students. Furthermore, most of them have their favorite teams, buy tickets onsite, attend with companions and view field competition for four times or more.（2）Factors of decision making consist of social interaction, promotion, convenience, favorite team, game service and preference.（3）Age, vocation, education and income make singinificant difference in decision making.（4）Favorite team and booking form make significant difference in decision making.（5）Positive relation exists between decision making and repurchase intention. Based on results above, suggestions are provided as following : （1）Promoters should focus on potential consumers and market segmentation.（2）Promoter should study out typical strategy of tickets selling and enhance ability of competence in single team.（3）Combination with public media helps to refine sports marketing.（4）Promoters should consolidate fans royalty and make good use of influence created by star players.（6）Promoters should facilitate transportation and parkinglot to competition arena.（7）Promoters should make strong connection with emotional demand from consumers.